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dynamicinnovation
                      HP | design | innovation



david quijano, idsa
industrial designer | program manager
psg design center
agenda

•   beginning
•   thinking
•   listening and observing
•   concluding




dynamicinnovation
beginning


dynamicinnovation
ESSN&TS           PSG (Personal Systems Group)   IPG




dynamicinnovation
thinking


dynamicinnovation
thinking


Industrial Design:
 traditionally, the innovation leaders




dynamicinnovation
thinking


Industrial Design:
 traditionally innovation leaders
  • Strategic thinking
  • Visualize the big picture
  • Conceptualize beyond the roadmap


  design ≠ industrial design
dynamicinnovation
thinking
                             Customer
                        what’s desirable?


                                                  How it looks draws
                                                  you in and then you
                              Design
                                                  see the value in the
                             Presence
                                                  product beyond the
                                                  looks.

             Business                    Technology
            what’s viable?              what’s feasible?



dynamicinnovation
design thinking

  Make sense of what you see                                         Abstract            Conceptualize
  • Build mental models, maps,                                                           • Suggest directions and
    personas and objectives                                                                principles for development
  • Suggest stated and unstated                                                          • Integrate requirements
    needs                                                                                • Suggest desired experience
                                                                                         • Measure against objectives or
                                                                                           personas
                                                             Frameworks    Imperatives
                                          Analysis                                       Synthesis
                                                             Discoveries   Solutions

   See the world with “new” eyes
   • Listen, observe & learn                                                             Make concepts tangible
   • Ask why                                                                             • Prototype solutions and artifacts
   • Ethnographic research                                                               • Create and prioritize ideas
   • Executive briefings                                                                 • Get feedback
   • Participant/Non-participant Observation                         Concrete            • Refine concepts
   • Direct customer connections


Based on Charles Owen’s original Design Thinking framework




dynamicinnovation
design thinking


Design thinking is
 FUNDAMENTAL to customer driven innovation


Design + Design Thinking + Collaboration= Innovation




dynamicinnovation
design thinking


                    Strategic Focus
                      Invention
                                      Positive Change
 Innovation             Ideas
                                        Experience
                      Execution
                    Common Vision



dynamicinnovation
listening and observing


dynamicinnovation
listening and observing


Knowing when to stop talking and
 start listening is crucial for discovering opportunities


Having customers to
 regularly listen to is even more crucial



dynamicinnovation
listening and observing


Executive Briefings lead to
 new opportunities from decision-makers


Advisory Councils lead to
 new opportunities from end-users



dynamicinnovation
listening and observing




             Case Study: HP Quick Release




dynamicinnovation
listening and observing



“I’m losing $10K/minute!”
 – trading floor executive and HP customer




dynamicinnovation
listening and observing
                                                           Conceptualize
 Codify feedback                                           • Sketch and model
 • Understand the need                                     • Measure against
 • Collaborate                         Abstract
                                                             matrix
 • Brainstorm other                                        • Measure against
   opportunities                                             desired experience
 • Define use matrix                                       • Iterate
 • Define experience
                               Frameworks    Imperatives
                    Analysis                               Synthesis
                               Discoveries   Solutions


                                                           Build prototypes
 Executive Briefings                                       • Refine concepts through
 • Understand problem                                        protos
 • Ask other briefing                  Concrete
                                                           • Show to internal/external
   participants about                                        customers
   problem                                                 • Iterate
 • Ask Why                                                 • Measure outcomes and sell

dynamicinnovation
listening and observing


Solution: HP Quick Release
• Tool-free, 2-part bracket based on VESA standard

• IT can now remove and replace a displays in about a minute




But wait…there’s more!

dynamicinnovation
listening and observing




By solving the problem
  we invented a cool bracket




  dynamicinnovation
listening and observing




By looking beyond the
 problem we created a cool experience




  dynamicinnovation
listening and observing           HP Quick Release



                    ROI vs. ROi



dynamicinnovation
listening and observing               HP Quick Release



                    ROI vs. ROi
 return on investment vs. return on innovation
         Product focused      Solution focused
         Short term return    Long term return
         Good for business    Good for business and customer
         Focused on results   Sum of results


dynamicinnovation
listening and observing   HP Quick Release



                i
          RO = thinnovation



dynamicinnovation
Case Study: Z-series Workstation




dynamicinnovation
listening and observing



“I’m not sure if I have a
 workstation or not.?”
– workstation end user




dynamicinnovation
listening and observing


What do you do when your
 prices are eroding and market position is at risk?


Ask why
 Go observe
      Then learn

dynamicinnovation
listening and observing

                                                            Abstract




                                                    Frameworks    Imperatives
                                         Analysis                               Synthesis
                                                    Discoveries   Solutions




                                                            Concrete


Observation            HW Teardowns
Interviews             Customer Visits
        Presentation via posters
dynamicinnovation
listening and observing

                                                          Abstract




                                                  Frameworks    Imperatives
                                       Analysis                               Synthesis
                                                  Discoveries   Solutions




                                                          Concrete


Research outcomes codified into visual
design objectives to focus design direction

dynamicinnovation
listening and observing

                                                          Abstract




                                                  Frameworks    Imperatives
                                       Analysis                               Synthesis
                                                  Discoveries   Solutions




                                                          Concrete


Concepts measured against design objectives and
distilled to the vital few.
Getting into 3D as soon as possible further focuses design.
dynamicinnovation
listening and observing

                                                         Abstract




                                                 Frameworks    Imperatives
                                      Analysis                               Synthesis
                                                 Discoveries   Solutions




                                                         Concrete


Final solution defined and validated with customers



dynamicinnovation
concluding


dynamicinnovation
concluding

innovation thoughts
innovation starts with the end in mind
never stop innovating…be creative in everything you do
never settle…if you settle you get what you settled for
change is constant…embrace it
follow your instincts…measure your results
just because you can do something doesn’t mean you should
discomfort is good…it means you’re on the right track
execute, execute, execute
dynamicinnovation
Thank you


dynamicinnovation

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David Quijano - Dynamic Innovation

  • 1. dynamicinnovation HP | design | innovation david quijano, idsa industrial designer | program manager psg design center
  • 2. agenda • beginning • thinking • listening and observing • concluding dynamicinnovation
  • 4. ESSN&TS PSG (Personal Systems Group) IPG dynamicinnovation
  • 6. thinking Industrial Design: traditionally, the innovation leaders dynamicinnovation
  • 7. thinking Industrial Design: traditionally innovation leaders • Strategic thinking • Visualize the big picture • Conceptualize beyond the roadmap design ≠ industrial design dynamicinnovation
  • 8. thinking Customer what’s desirable? How it looks draws you in and then you Design see the value in the Presence product beyond the looks. Business Technology what’s viable? what’s feasible? dynamicinnovation
  • 9. design thinking Make sense of what you see Abstract Conceptualize • Build mental models, maps, • Suggest directions and personas and objectives principles for development • Suggest stated and unstated • Integrate requirements needs • Suggest desired experience • Measure against objectives or personas Frameworks Imperatives Analysis Synthesis Discoveries Solutions See the world with “new” eyes • Listen, observe & learn Make concepts tangible • Ask why • Prototype solutions and artifacts • Ethnographic research • Create and prioritize ideas • Executive briefings • Get feedback • Participant/Non-participant Observation Concrete • Refine concepts • Direct customer connections Based on Charles Owen’s original Design Thinking framework dynamicinnovation
  • 10. design thinking Design thinking is FUNDAMENTAL to customer driven innovation Design + Design Thinking + Collaboration= Innovation dynamicinnovation
  • 11. design thinking Strategic Focus Invention Positive Change Innovation Ideas Experience Execution Common Vision dynamicinnovation
  • 13. listening and observing Knowing when to stop talking and start listening is crucial for discovering opportunities Having customers to regularly listen to is even more crucial dynamicinnovation
  • 14. listening and observing Executive Briefings lead to new opportunities from decision-makers Advisory Councils lead to new opportunities from end-users dynamicinnovation
  • 15. listening and observing Case Study: HP Quick Release dynamicinnovation
  • 16. listening and observing “I’m losing $10K/minute!” – trading floor executive and HP customer dynamicinnovation
  • 17. listening and observing Conceptualize Codify feedback • Sketch and model • Understand the need • Measure against • Collaborate Abstract matrix • Brainstorm other • Measure against opportunities desired experience • Define use matrix • Iterate • Define experience Frameworks Imperatives Analysis Synthesis Discoveries Solutions Build prototypes Executive Briefings • Refine concepts through • Understand problem protos • Ask other briefing Concrete • Show to internal/external participants about customers problem • Iterate • Ask Why • Measure outcomes and sell dynamicinnovation
  • 18. listening and observing Solution: HP Quick Release • Tool-free, 2-part bracket based on VESA standard • IT can now remove and replace a displays in about a minute But wait…there’s more! dynamicinnovation
  • 19. listening and observing By solving the problem we invented a cool bracket dynamicinnovation
  • 20. listening and observing By looking beyond the problem we created a cool experience dynamicinnovation
  • 21. listening and observing HP Quick Release ROI vs. ROi dynamicinnovation
  • 22. listening and observing HP Quick Release ROI vs. ROi return on investment vs. return on innovation Product focused Solution focused Short term return Long term return Good for business Good for business and customer Focused on results Sum of results dynamicinnovation
  • 23. listening and observing HP Quick Release i RO = thinnovation dynamicinnovation
  • 24. Case Study: Z-series Workstation dynamicinnovation
  • 25. listening and observing “I’m not sure if I have a workstation or not.?” – workstation end user dynamicinnovation
  • 26. listening and observing What do you do when your prices are eroding and market position is at risk? Ask why Go observe Then learn dynamicinnovation
  • 27. listening and observing Abstract Frameworks Imperatives Analysis Synthesis Discoveries Solutions Concrete Observation HW Teardowns Interviews Customer Visits Presentation via posters dynamicinnovation
  • 28. listening and observing Abstract Frameworks Imperatives Analysis Synthesis Discoveries Solutions Concrete Research outcomes codified into visual design objectives to focus design direction dynamicinnovation
  • 29. listening and observing Abstract Frameworks Imperatives Analysis Synthesis Discoveries Solutions Concrete Concepts measured against design objectives and distilled to the vital few. Getting into 3D as soon as possible further focuses design. dynamicinnovation
  • 30. listening and observing Abstract Frameworks Imperatives Analysis Synthesis Discoveries Solutions Concrete Final solution defined and validated with customers dynamicinnovation
  • 32. concluding innovation thoughts innovation starts with the end in mind never stop innovating…be creative in everything you do never settle…if you settle you get what you settled for change is constant…embrace it follow your instincts…measure your results just because you can do something doesn’t mean you should discomfort is good…it means you’re on the right track execute, execute, execute dynamicinnovation

Notas del editor

  1. Before beginning, I want to put a frame around what you will hear about today.
  2. HP is a large company made up of 3 divisions, but I will focus on PSGI do want to mention one thing thoughHP’s focus on innovation is company-wide and has developed training and support programs that has created an innovation ecosystemNot mandated, not a prescribed process, which is good. Managed through waterfalled business objectives.So let’s frame this a little closer<click>My group is responsible for the design of all HP and Compaq branded PCs and displaysThe focus of this talk will be centered on the business products sides, although not as exciting compared with consumer products, it is a heavily competitive, tightly constrained market with an awesome innovation storyAlthough tightly focused, the examples told here today represent the way HP PC business went from being considered commodities to being the worldwide leader.
  3. At HP, innovation is a verb; an action word used to convey we never stop innovatingIt hasn’t always been this way. Don’t get me wrong, HP has a long innovation tradition, but it also hasn’t weathered change well.What I will reveal today is how PSG had to change it’s thinking to be more dynamic; able to outpace change
  4. Not coincidence that we are talking during tough economic times. ID grew out of the depression Manufacturers needed differentiation to sell against competition
  5. We have learned at HP, innovation has to be a comprehensive effort beyond individual disciplines and serial, distinct points along product lifecycleThe focus is how to use the tools of design and integrate them into an improved way of thinking <click>ID is hardware focused and product oriented, BUTThe problem solving tools and strategies of ID are what can be used to change the way we think
  6. In order to get a more comprehensive designed experience…<click> Design Thinking was addedThe fusion of customer insight with the right technology and business acumen results in solid design presence and a world class experienceAnother way to look at this is the holes and toast model
  7. HP has adopted this design thinking process from IIT.This is where not having a prescribed process pays off because it can be modified to suit our market-Starts broad and tapers to a final solution, also is iterative, working backward through the cycleThe innovation cycle is all or nothing, but yields results if followedNew opportunitiesUnarticulated user needsTaking shortcuts cross-axis yields undesirable results and will be as if you hadn’t used itFeature creepDrills and toasters thinkingTactical planning
  8. Innovation doesn’t have to be big, expensive, or high-tech. It just needs to bring change that adds value to the customer in a way they hadn’t expected or seen before.
  9. Executive briefings include studio visits- Use to keep design studio off limits and secretDiscovered the benefits of showing what we do outweighs the risksNeed to be careful- difference between buyer and end user
  10. Customer had multiple HP displays on financial trading floor.Only maintenance personnel can touch equipment for servicingIT could not fix displays themselves because it required tools Maintenance takes a long time to service displays
  11. A combination of an entrepreneurial design culture, collaboration between business units, and a shared vision enabled this to happenA true outcome of design thinking: iteration, validation, and designing the user experienceTo understand the innovation here, it’s best to show you…
  12. A combination of an entrepreneurial design culture, collaboration between business units, and a shared vision enabled this to happenA true outcome of design thinking: iteration, validation, and designing the user experienceConsiderable palette/shipping savings per display boxIncreased attach rate of business PCs and displaysIncrease in VESA enabled PCs salesNew revenue streamTo understand the innovation here, it’s best to show you…
  13. Aside from design thinking, the other significant factor here is the difference between ROI and ROi
  14. Focus on return on innovation will have a greater return on investmentOne feeds the otherAnother way of looking at it is…
  15. Sum of the parts spread across multiple BUs is greater than the return on investment for any one productIntegrating the innovation across product lines
  16. HP workstations had an identity problem. The workstation looked very similar to a business PCCurrent workstation ID had been around for 7 years.Workstation management decided they needed to invest in IDNo design-focused research existed for this product category
  17. Aside from an identity problem there were these issues as well. You can summarize this in one word- commodityThe workstations looked like business PCs and internally, there definitely was no visual difference. To understand the issue, we needed to <click>Workstation customer is different than PC customer and the product should reflect that and how we went from this <click> to this is a good story
  18. PostersFocus groups-bad
  19. Put parameters around what the solution should be